Kerri Kopp Murphy Email & Phone Number

Atlanta, Georgia, United States

Atlanta, Ga

- Delivered Diet Coke as the #1 revenue growth engine for the entire Diet SSD category in 2020 across all retail. Navigated pandemic driven budget cuts, supply chain shortages and other business challenges to ultimate success for the #1 no calorie beverage brand in the U.S.- Beat DKOTM brand plan and delivered YOY revenue growth in both 2019 - 2020, across Diet Coke's 500MM+ equivalent cases (volume).- Advanced Diet Coke brand and creative strategy via the 'Drink It Up' campaign, exceeding all testing requirements with an integrated campaign for TV, social, digital, OOH and more. Research tracking demonstrated strong persuasion and purchase intent generated by campaign. Acknowledged with a SeeHer Award from the Association of National Advertisers for positive portrayal of women in advertising. - Showcased Diet Coke brand values, including celebrating diverse communities such as LGBTQ+ (i.e. DKO Pride social campaigns), and the "Bosses" in peoples' lives (i.e. National Boss's Day win DKO for a year promotion). - Managed team of 30+ brand, cross-functional and agency team members; set brand vision, created culture and led engagement with a high-performing and highly collaborative internal and external network.

Atlanta, Ga

Enable National Retail Sales organization to win with customers, by: 1) Driving Coca-Cola system knowledge of retail customers’ current + anticipated needs and 2) Providing thought leadership, tools and platforms to drive and embed Coca-Cola's retail value proposition and set NRS and Customer strategy.- Built multi-year retail strategies to set internal and external (i.e. bottler) vision based on insights, trends and system capability, and to align resources and drive system and customer growth; includes the NRS Long Range Plan established in 2017. - Executed the NRS Meals Summit, which established a repeatable selling process, enabling NRS to easily access tools, resources and best in class examples to drive the Meals opportunity with retail customers; event and supporting materials received strong attendee feedback including 9 out of 10 respondent agreement on "valuable experience that will build my effectiveness in selling Meals programs." - Delivered the 1st annual NRS Customer Digital and eComm Summit, to establish CCNA as the best in class digital and eComm retailer partner, and to inspire partnership marketplace actions; executed the inspirational conference based on a narrative of Know, Engage and Retain Today’s Omnishoppers with 20+ retailers participating; 100% of retailer survey respondents had top 2 box satisfaction and likelihood to recommend. - Commercialized and embedded The Coca-Cola Commitment, to reinforce our retail value proposition, build organizational capability, and enable customer teams to communicate our differentiated product/service bundle with retailers; execute resources such as e-Learning, newsletters, podcasts, selling stories, reporting templates etc. and maintain and develop the “C3” website to support The Commitment. Earned double digit improvements on associates' ability to articulate the retail value proposition with customers (year end 2017).

Greater Atlanta Area

• Led multi-faceted analytics deep dive on consumer and influencer social media conversations for key brands, categories and ingredients; includes social listening and rapid response, sentiment assessment, brand/category health tracking, consumer attitudes and behavior measurement etc. 2014 assessment resulted in 2015 precision reach consumer strategy that is in ongoing execution; work to serve as template for other category efforts. • Directed cross-functional team and agency partners to drive an industry-led holistic diet beverage category precision marketing effort heavily focused in the digital and social media space. Work spans snackable content creation, paid media, influencer identification/outreach, advocacy and partnerships development, media pitches, etc. Work contributed to stabilized social media conversation metrics and key brand and category health measures in 2015 vs. 2014 benchmarks, and delivered 100+ pieces of snackable content that are and will be leveraged in paid media. Paid media programs measurably improved category perceptions among key consumer segments. • Collaborated with American Beverage Association (ABA) and leading CCNA model market strategy and execution for the industry wide Balance Calories Initiative (BCI), with a goal of reducing beverage calories per person by 20% by 2025. Developed creative strategy and inventory, and worked with project team and local market teams to enable commercial execution for space planning, merchandising, pricing, sampling, hyper local media etc. Improved process/ resourcing and seeing early positive signs of SKU penetration and % mix of diet/zero beverages. • Responsible for 2 direct reports, including coaching, developing and day-to-day role management.

Greater Atlanta Area

• Led naturally sweetened portfolio innovation strategy for sparkling and launched in-market pilot for CCNA’s 1st ever mid-calorie, naturally sweetened brands Sprite Select and Fanta Select; Select concept proven, with brands achieving critical mass (min. 5% vs. base), driving positive incremental test vs. control sales and sourcing volume outside the category (~50%). Sold-in plan and stewarded results to customers Kroger, CVS, 7-Eleven and Racetrac. • Executed market test of “Variety Station” new package + equipment innovation, including leading Kroger partnership and all aspects of test execution (in-store operations, creative messaging, marketing plan, research, value chain etc.); drove positive incremental test vs. control volume, strong trial/purchase of non-core brands, and very high shopper engagement scores for merchandising experience (99% top 2 box). • Managed highly accelerated 5-month launch of Caffeine Free Coke Zero; product exceeded consumer expectations in taste testing and sell-in exceeded national launch targets (78% ACV). • Directed Sparkling Business Unit monthly Stages & Gates process to prioritize and align on innovation pipeline; represented Sparkling initiatives at cross-category Innovation Board reviews.

Greater Atlanta Area

- Launched new product line-up, Seagram’s Sparkling Seltzer Waters, expanding sparkling portfolio to new beverage segment, capturing competitive share and improving portfolio position with adult consumers; led innovation strategy and process on greatly accelerated time line. - Developed and assessed multiple innovation initiatives and ideas across product, packaging and equipment, including leading concept and positioning work, consumer testing, customer reviews and recommendations to leadership; 12+ projects in 2012 and beyond innovation pipeline. - Provided executive assistance support to Business Unit President, including development and preparation of ‘major stage’ presentations for customers, bottlers, and other key stakeholders - Coordinated North America Innovation Summit (after 4-year absence) to fill early innovation pipeline; 50+ associates generated 150 product/pack/equipment ideas, 5+ in current work stream.

Greater Atlanta Area

- Directed multi-million dollar 2011 Diet Coke Heart Truth campaign, leveraging company’s relationship with the National Heart, Lung and Blood Inst. (U.S. government agency); drove over 1 billion consumer impressions, increased campaign (+9pts) and sponsorship (+10pts) awareness. - Developed brand social media strategy, implementing first Diet Coke Facebook ads and coupon application, and establishing consistent follower engagement. Overall efforts increased fans 7x.- Contributed to customer marketing strategy for CVS, including creation of year-long activation plan and pitching plan to buyers; work resulted in Diet Coke earning “Brand of the Year” status. - In 2011, Diet Coke’s increased category market share surpassed regular Pepsi cola and Diet Coke became the #2 beverage brand in the U.S., second only to Coca-Cola.

- Led the first ever Live Tastefully campaign, to drive positive perceptions of Diet Coke as part of a balanced lifestyle; IMC included TV, print, digital, OOH, experiential/event, customer/shopper extensions, opinion shaper marketing, PR and partner/asset activation and generated strong scores (vs. database norms) for coherence (+11pts), branding (+17pts), persuasion (+7pts) and communication and comprehension of key taste and health messages. - Refreshed dietcoke.com; improved site usability and creative and produced Style Series season 2 and the Diet Coke Kitchen, stabilizing traffic averages, increasing time on site (+6% avg. monthly) and lowering bounce rate (down 4 - 40pts avg. monthly). - Re-launched Caffeine Free Diet Coke with a new visual identity plus media and retail support, recruiting loyal Diet Coke drinkers to the Caffeine Free brand; program generated significant improvements on brand health attributes, drove positive changes for display execution (+10pts), increased daily consumption among target (+4.6pts) and softened volume declines (+9.8pts). - Ensured sustaining support for Caffeine Free Diet Coke via external partner bundle offers and retail toolkits to efficiently generate incremental display and new points of in-store inspiration. - Managed Diet Coke TM sales data and established monthly brand performance review routine, analyzing volume, brand health, retail drivers etc. and liaising with marketing research experts.

- Developed recommendations and strategies for recruitment, acquisition and engagement of teenagers for My Coke Rewards online loyalty program; researched teen online behavior and analyzed current program interaction with demographic. - Provided strategic recommendations for repositioning of Full Throttle Fury energy drink based on comprehensive analytical evaluation of brand and category to Energy brand team. - Created brand/package integration process for My Coke Rewards; provided support on customer program initiatives; implemented online consumer panel with agency partner.

- Managed and grew home-delivered (FSIs) and in-store point-of-purchase marketing solutions business with existing customers and expanded territory through new business opportunities. - Grew territory sales from $4 million to over $10 million and expanded market share from 50% to 85% in four-year period via strong, consultative client relationships. - Worked strategically with CPG clients to implement, execute and leverage promotion and advertising programs to support retail customers. Clients included Welch’s, Ben & Jerry’s, Dunkin’ Brands, Hasbro, Ken’s Foods, Cabot Creamery, Friendly's, et. al. - Supervised and mentored entry-level employees in sales training program; managed direct reports and contributed to development strategy of all team members. - Awarded 2004 Northeast Region Salesperson of the Year in recognition of achievements in sales and employee/team development.

- Managed existing customers and prospected new business accounts. Oversaw southeastern Pennsylvania regional customers including Turkey Hill Dairy, Kunzler & Co. and Hatfield Farms.- Represented national sales division on Information Technology team charged with implementing new order management software; trained 200+ team members on system. Nominated for 5th Principle Award in recognition of achievements on IT project.

Executed advertising/promotion programs representing $15 million in annual sales for Kraft Foods /Nabisco in entry-level position in sales development program.

Mba

Activities and Societies: Executive Vice President, MBA Student Body; Section Representative; Career Peer Counselor; Experience Weekend.

B.S., Marketing & Psychology

Bachelor of Science in Marketing, Bachelor of Science in Psychology Minor in Spanish 3.62/4.00 GPA; Dean’s List